Presented by: Hanh Truong
Supervisor: Gitte Larsen
Class: MFO16 I
School: International Business Academy
Company: Magasinet Sundhed ApS
Submitted on: January 4th, 2018
The number of characters: 81.553Preface
This project paper is written based on my 12 weeks internship for Magasinet Sundhed ApS located in Kolding, Denmark and aimed to fulfill the academic requirements to complete the 2 years AP degree in marketing management.
As a good marketing plan is an essential factor for a prospective business to succeed. Many business proposals end or fail due to a lack of importance given to the marketing plan and hence potential lucrative businesses come to a standstill. With the misfortune of a weak marketing plan, a superb business idea may not be given the chance to grow in the market. Ultimately, neglecting to give significant importance to this field, will lead to failure to deliver the product adequately to the customers.
With the purpose of helping Magasinet Sundhed ApS to have a better and stronger position than its competitors in the market as well to gain its goal to get more subscribers and new potential target group. I have made market survey analysis and give recommendations to a new marketing plan for the company. Moreover, this project also demonstrates how good I am capable of applying the theories that I studied at school into a real and practical situation.
During my internship at Magasinet Sundhed Aps, I would like to express my gratitude to Nils Sjøberg – editor in chief and Anders Høgh- sales manager, who gave me some good and practical tasks that I could improve myself in the marketing field. Besides, I would like to send my sincere appreciation to my supervisor, Gitte Larsen for giving me valuable guides and advices, which helped me to do best for my thesis.
My last appreciation goes to IBA school for giving me an innovative, interesting lectures and friendly studying environment, so that I could gain a better knowledge and understanding about marketing management to apply for my future career.
As an intern working for Magasinet Sundhed ApS- a company which published health magazines. This company had a long editorial history as it is built based on the bankruptcy of Helse -Active Living A/S. The magazines give readers a broad understanding, a genuine, serious and useful information about healthy life and prevention. Magasinet Sundhed ApS wants to gain more customers and maintain them, so it is crucial for the company to show its competitive advantages because it’s the best the way for the company to compete with others and have a strong position in the market. The success nowadays, when everything is developing and improving, lies more in companies’ image, the way how they are treating their customers and building their brand – storytelling.
That is why I suggested and considered the best and cheapest choices for Magasinet Sundhed ApS to increase its customers, as well as pro?ts. The company needs an organized strategy plan. However, before getting to the strategic analysis, it is important to do the market survey and SWOT (strengths, weaknesses, opportunities and threats) analysis. Hence, if a company has a limited budget and human resources, the decision where to take actions and where to invest must be carefully analyzed. As this company had a financial problem, I have suggested some efficient ways for doing marketing and creating awareness among people by using social media, redesigning website and holding a running event. Keeping in mind all aspects mentioned above, the research of the thesis will focus on some effective ways of how to attract new customers and maintain current ones.
Table of contents
Executive summary…………………………………………………………………. 3
Table of content…………………………………………………………………….. 4
Problem proposal…………………………………………………………………………………. 6
How is Magasinet Sundhed market position?……………………………… 9-15
Who are the current customers of Magasinet Sundhed?………….15-19
What are customers’ expectations to Magasinet Sundhed………….19-27
What are strengths, weaknesses, opportunities and threats
of Magasinet Sundhed?…………………………………………………………….27-32
6.1. What will be the new marketing recommendations for Magasinet Sundhed?…………………………………………………………………………………………33-41
6.2. How would marketing budget for this suggested marketing plan
7.1. Proposal solutions………………………………………………………………………..44-45
Magasinet Sundhed ApS is a company which published health magazines for Danish people. It was found in 2010 by Nils Sjøberg and DG Media. Although the magazine has only existed since December 2010, it has a significantly long editorial history, as it is built based on the bankruptcy of Helse -Active Living A/S. The editors worked independently, but they have been specialized collaborated with many big working partners to ensure a high editorial level. The magazine gives readers serious, credible and targeted information about general health, lifestyle and prevention. The magazine’s exciting portraits, reports and news are written in an easily legible and entertaining language.
The purpose of the company is to inform and inspire the readers who want to exercise, eat healthier as well as to understand different kinds of illnesses that need to be prevented before they harm people. The company also want to focus on different types of people of all ages and of both sexes through many interesting and diversified topics. Magasinet Sundhed ApS is published 11 times a year. It is sent directly to private subscribers, companies and distributed to many pharmacies, libraries, post offices, waiting rooms at private and public hospitals, clinics, fitness centers, Matas, medicine center, universities, chiropractors, psychologist, physiotherapist, Fitness Loop throughout Denmark.
Magasinet Sundhed ApS has two different types of products: Magasinet Sundhed + and Magasinet Sundhed. With Magasinet Sundhed +, customers must pay 39,95 kroner per month for one magazine, 399 kroner for 11 magazines a year and 240 kroner for 6 magazines in a half year. This magazine has ranged from 78 to 82 pages with deep content about the prevention of different kinds of diseases. With Magasinet Sundhed, it’s a free magazine with the number of pages ranged from 60 to 68 pages. The content in this magazine has been taken from the same topics as Magasinet Sundhed+, but they were old topics in the past 2 months. The company has now 4000 subscribers both privates and companies in the whole Denmark.
Magasinet Sundhed ApS customers has been decreased slightly in the past years.CITATION Pro171 l 1033 (Proff, 2017) Therefore, the problem proposal for this company is to find the new potential target groups and look for more and new subscribers by doing market survey analysis and give recommendations to a new marketing plan.
In order to figure out the solution, these sub-questions below should also be taken into consideration.
How is Magasinet Sundhed’s market position?
Who are the current customers of Magasinet Sundhed? (Internal Analysis)
What are customers’ expectations to Magasinet Sundhed? (External Analysis)
What are strengths, weaknesses, opportunities and threats of Magasinet Sundhed? (SWOT analysis)What will be the new marketing recommendations for Magasinet Sundhed?
How would marketing budget for this suggested marketing plan look like?
The purpose of this project is to help Magasinet Sundhed ApS to get more subscribers and new potential target group. For this reason, I collected primary data, where I have done the market survey by asking 110 people some questions about the magazine. This market survey was really useful and practical because it helped the company to understand the personal ideas of people of different ages and what they expected from the magazine. More importantly, it could give a clearer instruction for the company to find out the right strategies to achieve its goal. Unluckily, I had neither the time nor the budget to do research in other cities in Denmark, but I think that Kolding already is a good sample to start with. It would have been interesting to use a focus group method, but I couldn’t arrange it, since I couldn’t make a dozen people meet in the same place and time. However, I think I have enough material and information anyway. Besides, when I did SWOT analysis and found out how is the company’s market position, who are the current customers of Magasinet Sundhed, I have looked for secondary data from the internet, company’s document which helped me to get a larger view on these matters. For doing the marketing recommendation part, I both had primary and secondary data because some of the information I could find from the internet, but to get more precise and detail information, I have contacted directly to the suppliers to ask for the prices that the company could use relating to redesigning website or holding a running. Further, while making the marketing budget, the financial situation of the company limited me to some extent because I couldn’t find many advertising media which fitted with the marketing budget of the company. Still, I had some good ideas for the company.
As regarding to this project, I don’t mention about the economy issues and legal situation of Magasinet Sund ApS, which is not important. The main focus here was people’s opinions and ideas, and this led me to conduct researches that were more focused on primary data. The secondary data only played a supporting role.
My research methodology requires gathering relevant data to analyze the problem of the company. The first thing I did when I started working on the project was to identify the problem.
In order to develop a good strategy, it is essential to know in what the company is good at. For internal analysis, I identified and evaluated the company’s specific characteristics. I started taking a look on the internet and searching for some secondary data as well as using some company’s documents to find out the company’s market position and its customers.
For an external analysis, to have a better understanding Magasinet Sundhed’s customers buying behavior. I started with the primary data research by making a market survey. In this survey I asked questions to 110 people in different places such as Kolding library, Kolding downtown and Kolding Storecenter, if they were familiar with Magasinet Sundhed, what did they think about the magazine and what were their expectations. I was quite confident about the information I got. This information will be used as quantitative research.
I also did SWOT analysis to create an overview of the strengths, weaknesses, opportunities and threats of the company, so that the company should know what to do for good marketing strategies.
I believed all sources in this project were reliable because it came from company’s website, company’s reports, online trusted magazines, websites and so on. I think that all the methods I used are suitable for my project and for the problem that is going to be presented and analyzed.
As we know that, Magasinet Sundhed ApS had many competitors and it’s important for the company to know its position where it stands in the market, so that the company can find the right strategies for increasing its customers and sales. The market position analysis for Magasinet Sundhed Aps is done below.
How is Magasinet Sundhed´s market position?
Market positioning is a way that outlines what a business should do to market its product or service to its customers. In positioning, the company can create an image for the product based on its intended customer. A good market positioning will help a company to make a buyer moving from knowledge of a product or service to its purchase. In order to find out which position Magasinet Sundhed in the Danish Health Magazine’s market, I did an analysis based on Foundations (grundlæggelse), brand name (kendt navn), the number of editions (udgaver), the number of pages (sider), the number of distribution locations (placeringer), the number of subscribers (abonnenter) and price (pris) of Magasinet Sundhed compared with its four biggest competitors are: Helse, Sundag”sund”, Naturli’ and Sund Forskning.
All the sources for this analysis part are:CITATION Mag17 l 1033 (Sundhed, 2017), CITATION Hel17 l 1033 (Helse, 2017), CITATION Søn17 l 1033 (Søndag, 2017), CITATION Nat17 l 1033 (Naturli’, 2017),CITATION Sun17 l 1033 (Forskning, 2017),CITATION iss17 l 1033 (Issuu, 2017).
All the diagrams are made by myself and they were based on the information that I found from the sources.
Magasinet Sundhed: 2010
Sund Forskning: 2010
As seen in the diagram above, Helse was the oldest magazine, which was found in 1955. The second was Magasinet Sundhed and Sundforkning (2010). The third was Naturli’ (2013). And the last one was Søndag”sund” (2017). Foundation of magazines can have some effects on its market position. We know that, Helse had a long history behind its foundation and it is a popular magazine among Danes compared to others. The magazine focuses on sickness, major lifestyle diseases and treatment methods. However, with the upcoming of Magasinet Sundhed, it became more famous because the magazine gives the readers a unique experience of how people can take care of themselves and get a knowledge about all kinds of diseases that they need to prevent before it harms them. Moreover, if we talked about the other 3 magazines, they have their own different specialties, but our magazine focused on the proverb” Prevention is better than cure”, so it stands in different market position than others. Additionally, the social media also plays essential part in supporting Magasinet Sundhed to get more readers and make a good place in the market.
1.2 Brand name (kendt navn)
Magasinet Sundhed: 600.000
Sund Forskning: 200.000
As we can see in the diagram above, Søndag”sund” and Helse got the same position- number 1(1.000.000) in brand name (kendt navn) area. Magasinet Sundhed got number 3 position (600.000). Naturli got number 4 position (300.000) and the last position was Sund Forskning (200.000). Brand name is one of the ways that makes customers knowing about company’s product. For every companies, brand name plays also an important part in the success of the company. A strong brand name will project an image of a large and established business to our potential customers. Magasinet Sundhed stod in the third position in the market compared to its other competitors. It means that market position for Magasinet Sundhed in this category is not really good. The company needs to have some good ways of doing marketing to get more awareness of customers. Besides, the company also needs to extent customer network in the whole Denmark by having a mutual cooperation with many other big companies, associations and organizations.
1.3 The number of editions (udgaver)
Magasinet Sundhed: 11 times per year
Helse: 10 times per year
Sundag”sund”: 12 times per year
Naturli’: 8 times per year
Sund Forskning: 4 times per year
The diagram above has shown that the first position of the numbers of editions (udgaver) was Søndag”sund (12). The number 2 position was Magasinet Sundhed (11). The third position was Helse. The fourth position was Naturli’ and the last position was Sundforskning. The number of editions of magazines can have impact on how and what people expect from the magazines. As editions of Magasinet Sundhed is published 11 times per year, so people can get new knowledge and tips for their healthy lifestyles almost throughout the year. Now if we look at all the magazines, Sønday”sund”, Helse and Magasinet Sundhed got almost the same numbers of editions published per year. Hence, according to these numbers, the market position of these 3 magazines are quite the same. In this part, our company don’t have to change anything.
1.4 The number of pages (sider)
Magasinet Sundhed: 68
Sund Forskning: 64
Based on in the diagram above, the first position of the number of pages (sider) was Magasinet Sundhed and Naturli’ (68). The second was Sund Forsking (64). The third was Helse (62) and the last one was Søndag”sund”(52). The number of pages don’t show the popularity of the magazines because the readers expect good quality and deep contents of the magazines. For this part of market position, Magasinet Sundhed doesn’t have to be concerned more because this number of pages is counted to be good enough for the readers to have detail knowledges.
1.5 The number of distribution locations (placeringer)
Magasinet Sundhed: 10.000 places
Helse: 6000 places
Søndag”sund”: 1200 places
Naturli’: 450 places
Sund Forskning: 3.000 places
As shown in the diagram above, Magasinet Sundhed got the highest numbers of distribution locations (10.000). Helse got the second position with 6000 distribution locations. Sund Forskning got the third position with 3000 distribution locations. Søndag” sund got the fourth position with 1200 distribution locations. The last position was Naturli’ with 450 distribution locations. The number of distribution locations give the information of how many places, where the magazines are reached to the market. Magasinet Sundhed has the leading market position in this area, which means it’s good for the company, but still can be better.
1.6 The number of subcribers (abonnenter)
Magasinet Sundhed: 4000
Sund Forskning: 1000
As the following diagram above, Søndag”sund” got the highest numbers of subcribers- 16000, which made it standing in the top list compared with other magazines. Magasinet Sundhed got the number 2 position with 4000 subscribers. Helse got the third position with 2400 subscribers. Naturli’ and Sund Forskning got the same last position with 1000 subscribers. The number of subscribers show how many customers do the company has. However, it also means that how good the company can sell its product to its customers. In this category, even Magasinet Sundhed got the second position in the market, but the company still needs to focus more on finding the right sale strategies to increase the number of subscribers. Moreover, the company also needs to invest more time and money on marketing research to target the right customers.
1.7 Prices (prisen): kroner
Magasinet Sundhed: 399 DKK for 11 edtions
Helse: 289 DKK for 10 editions
Søndag”sund”: 491.4 DKK for 12 edtions
Naturli’: 340 DKK for 8 editions
Sund Forskning: 0
The diagram has shown that the most expensive magazine was Søndag”sund” with 491.4 kroner. Magasinet Sundhed costed 399 kroner, standing number 2 place in the list. The third place was Naturli’ with price of 340 kroner. Helse stod the fourth place with price of 340 kroner. And Sund Forskning didn’t cost anything, standing in the last place. The price of Magasinet Sundhed compared to its competitors has no much different and the magazine prices in the market are quite stable. So, all the magazines have the same market position in this case.
. Internal analysis
An internal analysis typically gives a business a good sense of its basic competencies and the desirable improvements that it can help to meet the requirements of potential customers within its intended market. In order to have a deep understanding about its customers, Magasinet Sundhed have done a Conzoom report and this report has helped me to find out who are the current customers of the company.
Who are the current customers of Magasinet Sundhed?
According to the Conzoom report that Magasinet Sundhed has made in 2016, customers of Magasinet Sundhed have been analyzed in different ways: customers coverage in city and country, customers coverage in the Danish regions, customers coverage across the country, conzoom types and demographic characteristics. In each section, I highlighted only the highest percentage of Magasinet Sundhed’s customers.
The source for this part: CITATION Mag171 l 1033 (Conzoom, 2017), see the report in detail at Wiseflow in the appendix upload
Customers coverage in city and country:
Magasinet Sundhed customers have divided into 6 different habitat zones: Metropol, Metropolomegn, Større provinsby, Mindre provinsby, Landsby, Det åbne land. And the 4 habitat zones that have the most customers were Mindre provinsby with 21,5%, Landsby with 19,7%, Det åbne land with 19,6 % and Metropolomegn with 19,6%.
Customers coverage in the Danish regions
Magasinet Sundhed customers have divided into 5 different regions: Nordjylland, Midtjylland, Syddanmark, Hovedstaden and Sjælland. There are 4 out of 5 regions that have the most customers were Hovedstaden with 29,7%, Midjylland with 21,7%, Syddanmark with 21,4% and Sjælland with 17,9%.
Customers coverage across the country
Magasinet Sundhed customers have located in 99 communes. However, only 20 communes have the most customers: Århus with 5.9 %, København with 3.3%, Aalborg with 2.6%, Esbjerg with 2.5%, Gentofte and Vejle with 19%, Viborg with 1.8%, Furosø,Rudersdal and Skanderborg with 1.7%, Roskilde and Kolding with 1.6%, Faaborg Midtfyn with 1.5%, Hjørning with 1.4%, Borlmholm, Horsen, Næstved and Vordingbord with 1.3%.
Magasinet Sundhed customers have 34 different conzoom types, but 8 out of 34 conzoom types as seen in the report buying magazines more than the other types. They are C1 – Landbrugere with 6.3%, D3 – Guldkant på tilværelsen with 6.7%, D1 – Formue og formåen with 6.2%, G2 – Vise veteraner with 4.8%, A3 – Gyldne hjem with 6.4%, A4 – Lykkesmed with 4.9%, A1 – Overskud i hverdagen with 7.4%, D2 – Solsiden with 6.7%.
Magasinet Sundhed has divided customers demographic characteristics in 12 different small categories as below:
Marital Status (Civilstand): Magasinet Sundhed divided this category into 3 groups. They are couples, singles and others. But only two groups which have the most customers are couples with 59.0% and singles with 33.9%.
Children in the family (Børn i familien): Magasinet Sundhed divided this category into 4 types: family without children, family with one children, family with 2 children and family with more than 3 children. However, 2 family types got the highest percentage were family without children (67.5%) and family with two children (5.3%).
Age (Alder): Magasinet Sundhed divided this category into 9 different groups of ages: under 23, from 23 to 29, from 30 to 35, from 36 to 39, from 40 to 49, from 50 to 59, from 60 to 65, from 66 to 75 and over 75. From these 9 groups of ages, there were only 4 groups, which got the highest percentage: from 50 to 59 (19.6%), from 66 to 75 (19.5%), from 40 to 49 (17.9%) and over 75 (14.9%).
Assets (Formue): Assets cover a household’s assets with less liabilities. Assets are defined as deposits in banks, public valuation of property in Denmark, market value of Danish shares, investment certificates, bond assets and mortgage deeds in the depository and the value of foreign assets. Liabilities are defined as debt to banks (including mortgage, finance companies, credit cards), student debt, market value of bond debt and debentures of mortgages in depository. The average assets of Magasinet Sundhed’s customers were 931.357 kr. However, if we looked at 8 different value types of collected household assets. There are 4 types of collected household assets, which had the highest percentage: from 67.000 to 786.999 (24.5%), from 787.000 to 2078.999 (19.6%), from -92.999 to 66.999 (16.7%), from -447.998 to -93.000 (12.6%).
Household income (Hustandsinkomst): The average household income of Magasinet Sundhed’s customers was 702.443 kr. Besides, Magasinet Sundhed also divided its customers’ household income into 8 different types. But only 3 out of 8 types got the highest percentage: from 431.760 to 739.689 kr. (27.7%), from 256.344 to 431.759 kr. (21.1%) and from 739.690 to 1037.295 kr. (20.2%).
Personal income (Personindkomst): How much our customers earn a year. The variable is calculated according to the personal gross income of the household person who earns the most. The average personal income of Magasinet Sundhed’s customers was 484.984 kr. And it has been divided into 8 parts. From these 8 parts, 4 parts had the highest percentage: from 330.117 to 465.474 (27.3%), from 215.204 to 330.116 (21.5%), from 465.475 to 646.024 (19.7%) and from 167.333 to 215.203 (10.4%).Employment (Beskæftigelse): In this category, the company can see within which areas Magasinet Sundhed’s customers worked. Magasinet Sundhed divided this areas into 12 job titles. But only 4 out of 12 job titles got the highest percentage: Retiree (pentionist) with 21%, Wage earners -basic level (lønmodtagere, grund niveau) with 17.8%, Employed (arbejdsledige) with 15.8% and Wage earners- high level (lønmodtagere,grund niveau) with 10.6%.
Education (Uddannelse): Magasinet Sundhed’s customers education levels have divided into 9 levels. From these 9 levels, there are 4 levels got the highest percentage: Vocational (erhvervfalig) with 35.2%, Middle Secondary (Mellemlang videregående) with 20.9%, Primary school (Grundskole) with 16.8%, Long high school and researchers (lang videregående og forskere) with 12.9%.
Ownership (Ejerforhold): Magasinet Sundhed customers’ ownership of their property has divided into 5 property types. But only 1 out of 5 property types got the highest percentage: Home ownership (ejerboliger) with 81.6%.
House types (Boligtype): Magasinet Sundhed has divided its customers’ house types into 6 types. There are 3 house types got the highest percentage: A family house (Enfamiliehuse) with 60.0%, Floor house (Etageboliger) with 15.9% and Townhouse (rækkehuse) with 13.1%.
Housing sizes (Boligstørrelse): Magasinet Sundhed’s customers housing sizes have been divided into 11 types of sizes. However, only 5 out of 11 housing sizes got the highest percentage: from 151 to 180 m2 (16.7%), over 180 m2 (16.6%), from 131 to 150 m2 (16.0%), from 116 to 130 m2 (12.3%) and from 101 to 115 m2 (10.7%).
Disposal of vehicles (Bilrådighed): This category has shown that Magasinet Sundhed’s customers have cars or don’t have cars and how many cars its customers have. And there 3 types of customers: Customers without car, customers with one car and customers with more than 2 cars. Customers with one car got the highest percentage (54.9%).
5.3. External analysis
When it comes to converting customers, the secret to increase more customers and sales is to understand customer behaviors and what the customers want from the company’s business. Before Magasinet Sundhed can develop marketing strategies, the company must understand what factors influence its customers’ behavior and how they make purchase decisions to satisfy their needs and wants. I have done a market survey by using quantitative research for Magasinet Sundhed to find out what are customers’ expectation from the company.
5.3.1. What are customers’ expectations from Magasinet Sundhed?
Mand or woman? / How old are you?
(Mand eller kvinder?) / (Hvor gammel er du?)
What is your education? / what is your job?
(Hvad er du uddannet? Hvad er dit job?)
Have you ever read Magasinet Sundhed?
(Har du nogensinde læst Magasinet Sundhed?)
What do you think about Magasinet Sundhed?
(Hvad tænker du om Magasinet Sundhed?)
What do you usually read? (Newspaper, Magazines, Books, Online etc.)
(Hvad plejer du at læse?)
Which topics do you want to read?
(Hvilken emner synes du vil være gode at læse?)
What do you think it will be fair prices for 11 magazines a year?
(Hvad synes du en fair pris for 11 magasiner om året?
Do you feel that you are part of target group?
(Føler du dig en del af målgruppen?)
Who do you think, can enjoy reading about disease prevention?
(Hvem kan få glæde af at læse om forebyggelse af sygdomme?
Survey’ s results of Magasinet Sundhed:
Women: 57 Men: 53
Jobs: Social advisor, illustrator, gardener, hairdressers, leader under development curves, teaching assistants, student at Danish psychology, HF student, farmer, CAND student, early retirement, CAND science student, teachers, nurses, logistic supervisor, interpreter, high school student, waitress, babysitter, students, kitchen assistant, store assistant, consultant, Ergo therapy-Visistator, baker, student in marketing, cleaner, journalist, Designer with PR social media, animal doctor, pensioner, office assistant, social consultant, social healthcare assistant, social helper, PHD student, digital concept development, piano teacher, high school teacher, SOSU helper. Jobs: Landscaper, driver, fisherman, bachelor in chemistry, graphical printing, students, bachelor in Danish, printing, high school student, businessman, doctor, HF student, sales student, HG student, CAND student, teachers, professor in sale and marketing, photographer, officer, sailor, HHX students, HHX -sale person, office assistant, service leader, auto mechanic, early retirement, English teacher, clinical dental technician, marketing management- distribution-sales, multimedia designer, store assistant, warehouse worker, carpenter, salespersons, engineer, dentist, retiree, working at clothes store, craft, taxi driver, economist, mechanic.
Under 20: 3
From 20 to 29: 19
From 30 to 39: 17
From 40 to 49: 5
From 50 to 59: 3
From 60 to 69: 5
From 70 to 79: 4
Over 80: 1 Ages:
Under 20: 9
From 20 to 29: 14
From 30 to 39: 9
From 40 to 49: 4
From 50 to 59: 10
From 60 to 69: 5
From 70 to 79: 2
Over 80: 0
Customers, who have read magazine: 27 Customers, who have read magazine: 16
Customers, who haven’t read magazine: 30 Customers, who haven’t read magazine: 37
How many people think about magazine?
Don’t know: 30
How many people think about magazine:
Don’t know: 36
How many people consider reading magazine?
Want to read: 48
Don’t want to read: 9
How many people consider reading magazine?
Want to read: 28
Don’t want to read: 26
Which topics do people want to read?
Cancer, diabetes, diet, holidays, dementia, allergy, motion, overweight, mental sickness, heart disease, KRAM factors (Kost-Rygning-Alkohol og Motion), kids, lifestyles, health research, hair treatment, asthma, rehabilitation, arthritis, new health method treatments, children, fitness, healthy food, healthy training, prevention of disease, nutrition, music, skin treatment, job, nursing house, children upbringing, children diseases, working position for hairdressers, body massage, yoga, how to eat healthy and the best ways to keep on diet, candida-fungus, respiratory distress, mental illness, life-enhancing. Which topics do people want to read?
Cancer, holidays, newest research about different kinds of diseases, depression, stress, diabetes, epilepsy, white finger, weight loss, training programs, how to make good food, motion, healthy eating, muscles training, how to live a long and better life, heart diseases, physiology, fitness, dementia, positive experiences, sports, foods.
What do people usually read?
Newspapers, Online newspapers, Books, Fiction Novels, News, Magazines, Different kinds of Health articles, Magazine App, Scientific articles, Crossword task, Søndag, Elle magazine, Have Blade, Berlingske, Jyllands Posten, Teknisk Fagblad, Ugeblad (Daily Newspaper), Online magazine, Magazinet Sund, Diabetes Bladet, Behandlerbladet. What do people usually read?
Newspapers, Online newspapers, Books, Fiction Novels, News, Magazines, Different kinds of Health articles, Bo bedre, Illustrated science, Lifesaving, Børsen, Crossword task, Ekstra Bladet, Online News, Jagt Magazine.
Fair price for 11 magazines a year
25 kroner, 100 kroner, 250 kroner,330 kroner, 320 kroner, 300 kroner, 299 kroner, 399 kroner, 150 kroner, 200 kroner, 350 kroner,440 kroner, from 300 to 400 kroner, 500 kroner, 1100 kroner, free, no idea. Fair price for 11 magazines a year
50 kroner, 100 kroner, 110 kroner, 150 kroner, 199 kroner, 200 kroner, 250 kroner, 275 kroner, 300 kroner, 349 kroner, 350 kroner, 399 kroner, 400 kroner, 450 kroner, 500 kroner, 550 kroner, from 300 to 400 kroner, from 400 to 500 kroner, 500 to 700 kroner, from 375 to 425, 1000 kroner, free, no idea.
How many people want to be in the target group?
Want to be in the target group: 30
Don’t want to be in the target group: 17
Don’t know: 10 How many people want to be in the target group?
Want to be in the target group: 19
Don’t want to be in the target group: 30
Don’t know: 4
Who do you think, can enjoy reading about disease prevention?
All people, young and old people, people who have high risks for different kinds of diseases, old people especially people from 40 to 50 years old, people some play different kinds of sports, people over 30, retirees, people over 40, people who live in nursing house, people who want to read magazine for getting some knowledge about healthy life, people who want to live heathier. Who do you think, can enjoy reading about disease prevention?
Nobody, all people, people who are sick or who are high risks for different kinds of diseases, people over 50 years old, young and old people, people from 20 to 30+, old people especially who are sick, people who feel that this magazine is relevant for them.
In an era of high competitions and expectations, customer surveys are essential tools for listening to customers about their satisfaction levels, and for developing strategies for improvement. Customer survey measures how happy customers are with a company’s products and services. Survey analysis provides company with customer feedbacks about everything from products to the buying process.
It is important to inform customers that their opinions and their responses will instigate a change within the company. In order to understand the true needs and expectations of Magasinet Sundhed’s customers, I have made a market survey for the company by using quantitative research. The survey was done by asking people some questions and the answers from the research will help the company to find the best solution for its problems. Here below is the analysis about the results of all questions from the survey.
Genders and Ages: Woman or Mand? / How old are you?
In almost every survey, genders and ages questions play an important role for the company to define its target group. In this survey, I have asked total 110 people out of which 57 were women and 53 were men of different age groups. They are under 20, from 20 to 29, from 30 to 39, from 40 to 49, from 50 to 59, from 60 to 69, from 70 to 79 and over 80. When I asked people aged from 40 to 59, these age groups were more interested in reading Magasinet Sundhed as compared to other age groups. They told me that they were really care much about how to have a good and healthy life because they saw the number of people who died at the young ages with some kinds of diseases such as cancers, diabetes, high blood pressures and heart attack have increased dramatically. Between both genders, women also showed more interest to read this magazine than men. Therefore, I think that women aged from 40 to 59 could be the new target group for the company in the future.
Jobs: What is your education? / what is your job?
The question about educations and jobs shows the status of a person and gives us the ideas of their income levels, so that the company can build up a strategy which is as efficient as it is possible. As I can see in the survey results, 110 respondents had different kinds of jobs and there were some of them had the same jobs such as students, teachers, store assistants, nurses and doctors. From the job lists I wrote above, people who have these jobs like social advisors, nurses, doctors, journalists, teachers and social consultants, when they were asked about the magazine, they said that they usually read different types of heath magazines because they can use all knowledges and information, written in the magazine for themselves and share with people who need to have some good advices in the health areas. So, I think people who have these types of jobs could be the potential target group for Magasinet Sundhed. Besides, they have also good income levels and the ideas of the magazines match their profile.
Have you ever read Magasinet Sundhed?
In the magazine industry, it’s essential for the company to show its reputation by getting more people to know about its magazine’s name. This question has been prepared to get an exact data about the number of people who already have read and who haven’t read this magazine. The results showed that women who read this magazine still got the high numbers than men. Women’s readers are 27 and men’s readers are 16. On the other side, 30 women didn’t read this magazine while men were 37. The reason was that women often think a lot about their health and beauty. They can spend a lot of time for choosing what kinds of things they should eat and do to have a good health and beautiful look. However, these numbers can be troublesome for the company because they can mean that: the magazine has a bad reputation, or people do not even know much about the existence of the magazine in the market. Thus, the company need to take some actions to make the magazine more popular among people.
What do you think about Magasinet Sundhed? /How many people consider reading the magazine?
This question tells us about the opinions of people regarding Magasinet Sunhed. The survey results showed that both men and women who read this magazine said that it was a good magazine because the content of the magazine has been written in an easily legible and entertaining language. The topics in the magazine are based on the current issues that many people are facing nowadays. It includes tips for healthy recipes, healthy skin, fitness and the prevention of different diseases. The respondents also said that the information in the magazine are quite useful and satisfying for them. 7 women said that the magazine is okay whereas 6 are men. These numbers are very low because they wanted the magazine to be more improved and they expected to have more new topics. Apart from this, most of the people don’t know about this magazine yet, they told me that they had no ideas what the magazine was about and even they haven’t seen it before. However, all the respondents who haven’t read the magazine yet, they said that they really wanted to try reading it because it could be good to get some knowledge about the health. In this case, the number of women who considered reading this magazine were higher than men. Therefore, from those opinions of all the respondents for these two questions, I think that the company should find some effective ways to get more people to know about its magazines.
What do you usually read? (Newspaper, Magazines, Books, Online etc.)
For this question, the company can know exactly which kind of things people usually read in their daily life. When I looked at the survey results, most people said that they often read magazines, online magazines, newspapers, online newspaper, books and crossword tasks. There were only few of respondents answered that they read other things such as Børsen, Jagt magazine, Scientific articles, Søndag, Elle magazine, Have Blade, Berlingske, Jyllands Posten, Teknisk Fagblad, Ugeblad, Diabetes Bladet, Behandlerbladet. Based on this result, the company could put its magazine at the company’s website, so the company could get a good chance to gain more the online readers.
Which topics do you want to read?
For every magazine companies, finding some good and interesting topics to attract readers are always a challenge. If the company wants to get more readers, it’s necessary for the company to understand what readers expect to read. In this survey, I got so many good suggestions and ideas that the respondents gave to me when I asked them about their liking topics to help the company making the magazine better. Most respondents said that the company should write about cancers, diabetes, motion, holidays, overweight, sports, fitness and how to make a good and healthy food, new health method treatments, muscles training, how to live a long and better life, heart diseases, physiology, fitness, dementia, positive experiences, sports, foods, children upbringing, children diseases, working position for hairdressers, body massage, yoga. However, there were few respondents who told me very interesting stories from their own experiences about their health problems and they think that these topics could be shared to other readers. Here are some stories that I have heard from them:
A social consultant said that she was suffering from a tremendous amount of stress from her personal and professional environments. She learned to meditate after getting rid of the busy brain chatter. She thinks that it could be a good topic about stress and meditation that everybody would want to read.
A 53-year-old- gardener told me that he got a disease, which called” Hvide Finger” in Danish. He suggested that the company could also pay concern to this topic because he meant there were not many people who knew about this disease.
There was a 21-year-old student, she has been diagnosed with asthma and had trouble in breathing, coughing and needed to use an inhaler. She wanted to read all information as well as know more about what can be the best method treatment for this disease.
When I talked with a retired lady, she said that she has been fighting with Fungus disease since she was 30 years old. She recommended the company to find some tips regarding this problem.
A mid-aged mother has told me that she got 2 children and she always wanted to make a healthy and nutritious food for her kids. Therefore, the company could think about some topics relating to this field.
During my survey, I have talked with a 43- year-old woman who worked as a hairdresser for almost 10 years. She said that she got a muscle pain in her arms and legs because of working in the same position every day. Now she took some body massage and acupuncture for her treatment, but it didn’t work much. She recommended the company to write some tips about what could be the good working positions for hairdresser.
That’s all the responses I got from asking 110 people about new topics for the company. Based on these opinions, the company can diversify its topics and make the magazine better for its readers.
What do you think it will be fair prices for 11 magazines a year?
In this question, different people suggested different prices according to their views. Some of respondents said that the magazine should be free because the company could ask some organizations, companies and associations for sponsors. Some others said they had no ideas how much will be fair prices for 11 magazines a year because they never read this type of magazine. The rest of respondents recommended fair prices for 11 magazines a year will be: 25 kroner, 100 kroner, 250 kroner,330 kroner, 320 kroner, 300 kroner, 299 kroner, 399 kroner, 150 kroner, 200 kroner, 350 kroner, 440 kroner, from 300 to 400 kroner, 500 kroner, 1100, 50 kroner, 110 kroner, 199 kroner, 275 kroner, 349 kroner, 350 kroner, 400 kroner, 450 kroner, 500 kroner, 550 kroner, from 300 to 400 kroner, from 400 to 500 kroner, 500 to 700 kroner, from 375 to 425, 1000 kroner.
Do you feel that you are part of target group?
This question will help the company to find exactly who would be the company’s customers. In this survey, out of 110 people, there were 30 women and 19 men who were interested to be part of target group. These number showed that women could be the primary choice for the company new target group because it’s found that women are more concerned regarding healthy life. Another reason why women wanted to be in the target group because they always tend to focus on detail information and want to go deeper into the content.
Who do you think, can enjoy reading about disease prevention?
When all respondents were asked about this question, most of them said that this magazine was for everyone especially people who have high risks for different kinds of diseases. Some others said it would be only for people over 30, retirees, people over 40, people who live in nursing house, people who want to read magazine for getting some knowledge about healthy life, people who want to live heathier, people over 50 years old, young and old people, people from 20 to 30+, people who feel that this magazine is relevant for them. From these opinions of all respondents, I can say that the magazine could reach to almost all variety of readers because everybody in some certain ways need to take care of their own health.
5.4. SWOT analysis
Magasinet Sundhed is a magazine that all the Danish people can get serious, credible and targeted information about general health, lifestyle and prevention. I want to analyze the internal and external situation of Magasinet Sundhed by using SWOT analysis in order to find out what the company can extend and improve to get more customers to know about the magazines as well as to help the company to find the right ways for marketing. Here below will be the analysis of strengths, weaknesses, opportunities and threats of the company.
5.4.1. What are strengths, weaknesses, opportunities and threats of Magasinet Sundhed?
Have big networks and corporations with many associations and organizations.
Distribution locations in many places in the whole Denmark such as hospital, private clinic, doctor offices, fitness center, libraries, medicine centers etc.
Have small expenses relating to wages, print, IT, distribution, photography.
Information and articles in the magazine are credible because they have been written by all experts and professors.
Didn’t sell many advertisements.
Company’s website didn’t design in a good way that can give an effective interact with readers.
Customers can get confused between Magasinet Sunhed+ and Magasinet Sundhed (free magazine).
Don’t have a good marketing knowledge and don’t focus much on market research.
Magazine focuses on the prevention of diseases.
Company can figure out who can be company’s customers in the future.
Company can sell magazines online through company’s website and give a good offer to new and old customers who want to buy magazines
Company can extent knowledges in other health areas.
Can be copied the ideas
Lots of other competitors such as Helse, Søndag”sund, Naturli’, Sund Forskning.
Financial problem relating to investing money in marketing, distribution and print.
Sales can be reduced if the company don’t find the right selling strategies.
Magasinet Sundhed’s current success is linked to the ability of the company to use its strengths to overcome weaknesses and threats, and to exploit opportunities. Magasinet Sundhed SWOT analysis gives insights on the actions of the company to maximize its growth based on such strengths and opportunities. This SWOT analysis also indicates the most significant issues that Magasinet Sundhed must address. For instance, the threat of competition is among the most notable. An understanding of the dynamics of internal and external strategic factors also helps the company to evaluate customer values. Thus, this SWOT analysis of Magasinet Sundhed is of practical use for the company.
Magasinet Sundhed’s SWOT analysis highlights the most significant strengths that the company can use to improve its position and financial performance, as well as the weaknesses and threats that should be addressed through innovative strategies. Magasinet Sundhed’s SWOT analysis also identifies the major opportunities that shape the strategic direction of the company.
Strengths (Internal Strategic Factors)
This aspect of Magasinet Sundhed’s SWOT analysis identifies the biggest strengths that enable the company to withstand threats in its business environment. These threats can minimize the performance of the company. In this case, the following are the most notable strengths:
The company has big networks and corporations with many associations and organizations. Magasinet Sundhed has about 25 big working partners in the whole Denmark such as Danske Regioner, Lungeforeningen, Tandlægeforeningen, Hjerteforeningen, Psykiatri Fonden, Øjneforeningen, Danish Diabetes Association, Gigtforeningen, Støt Brysterne, Høreforeningen, Naturvejleder, Dansk Fodterapeuter etc. Additionally, the company also cooperates with many universities in Denmark such as Aarhus universities, Copenhagen universities, Syddansk universities and Aalborg universities to get in contact with professors and experts. CITATION Mag17 l 1033 (Sundhed, 2017)Magasinet Sundhed has very strong and big distribution channels in many places throughout Denmark. The company distributed 10000 magazines at hospitals, private clinics, doctor offices, fitness centers, Matas, medicine centers, private hospitals, libraries, universities, chiropractors, psychologists, companies, physiotherapist, Fitness Loop. CITATION Mag172 l 1033 (Sundhed, Mediekit , 2017). See the report in detail at Wiseflow in the appendix upload.
Magasinet Sundhed spent about 2 million kroner a year for wages, print, IT, distribution, photography. This means that the company knows how to use its money in an effective way. For example, after the whole ideas and information of the magazines are collected. They are sent to Estonia for the completion of printing process. So, the production expenses are quite lower as compared to Denmark.
The contents in Magasinet Sundhed are credible and impressive because they have been written by all experts and professors whom they have cooperated with.
Magasinet Sundhed is one of valuable brands. This part of the SWOT analysis shows that the company is capable of introducing quality products. This is a major strength because it creates flexibility for the company to adjust prices while ensuring significant profits. Also, Magasinet Sundhed is keeping updated its contents to reach the customer needs.
Magasinet Sundhed’s Weaknesses (Internal Strategic Factors)
In this aspect of Magasinet Sundhed’s SWOT analysis, the emphasis is on the weaknesses or inadequacies of the company. Weaknesses can serve as obstacles to business growth. In this case, the weaknesses are as followed:
The company didn’t sell many advertisements. It means that the company cannot earn much from the companies who want to advertise their products in the magazine. So, the company has to take everything into consideration before investing in other fields.
Company’s website didn’t design in a good way that can give an effective interact with readers. The website looks so boring and all information didn’t put in a good way that make it easy for the readers to navigate.
Customers can get confused between Magasinet Sunhed+ and Magasinet Sundhed (free magazine) because they are quite the same with the contents. For Magasinet Sundhed +, it has a deeper content with more articles and pages which give more knowledge to the readers. Besides, there were also more advertising in the Magasinet Sundhed+ than in Magasinet Sundhed.
Magasinet Sundhed doesn’t have much budget to invest in marketing field. This leads to the bad effect on the company’s profits. So, the company should focus on doing marketing research.
This part of Magasinet Sundhed’s SWOT analysis shows that less advertisement, boring website, the confusion between two magazines, less money to support marketing research can reduce the company sales revenues in the market. Moreover, the company may not be able to create more awareness among the people.
Opportunities (External Strategic Factors)
This aspect of Magasinet Sundhed’s SWOT analysis pinpoints the most significant opportunities that the company can exploit. Opportunities influence the strategic direction of the company. In this case, the following are the most significant opportunities in its business environment:
Magasinet Sundhed has focused on writing about the prevention of diseases before it harms people. This can lead to catch the interest of the people who want to learn or know about prevention as well as healthy life.
Company can figure out who can be company’s customers in the future. This means that when the company finds its right target group, the sales revenues can be increased and the number of subscribers would also grow.
Company can sell magazines online through company’s website and give a good offer to new and old customers who want to buy magazines. This can create good opportunities for the company because people are now so active on social media and internet. The company can also extent its network as quick as virus.
Company can extent knowledges in other health areas. By doing this, the company can reach more customers with every type of diseases, and attract more target groups
This part of Magasinet Sundhed’s SWOT analysis emphasizes the need for the company to change its sale strategy. Focusing on these opportunities, the company can reach more customers in the market. Also, Magasinet Sundhed has the opportunity to make its product more diversified.
Threats (External Strategic Factors)
In this aspect of Magasinet Sundhed’s SWOT analysis, the focus is on the threats from various sources, such as competitors. Threats can limit or reduce the financial performance of the company. In this case, the following threats are the most significant:
The ideas of the product can be copied. So, the customers can get confused between the product of the company and the others.
Magasinet Sundhed has a lot of competitors such as Helse, Søndag”sund, Naturli’, Sund Forskning. This will reduce the chance for the company to sell more magazines to the market and could lead to fall in sales.
Company’s financial problem relating to investing money in marketing, distribution and print will have a big impact on creating the awareness among the people and will make the quality of the product less demandable.
The sales will be decreased, if the company don’t find the right selling strategies. This could put the company in a negative or stressful situation.
This part of Magasinet Sundhed’s SWOT analysis highlights the limiting effect of aggressive competition. Because of the aggressive behaviors of competing companies, it is necessary to have strong fundamentals for maintaining competitive advantage. In addition, Magasinet Sundhed faces the threat of imitation. This threat is significant because of the large number of companies that can easily imitate its products. Moreover, the company must take appropriate action to do marketing and finding the right selling strategies in order to prevent and overcome its threat.
Developing a marketing strategy is vital for any business. Without one, the company’s efforts to attract customers are likely to be haphazard and inefficient. The focus of marketing strategy is to make sure that company’s products and services meet customer needs and developing long-term and profitable relationships with its customers. To achieve this, the company will need to create a flexible strategy that can respond to changes in customer perceptions and demand. It may also help the company to identify whole new markets that the company can successfully target.
For Magasinet Sundhed ApS, if the company wanted to get more people to know about its magazines as well as to increase the number of subscribers, some effective marketing ways should be applied to identify which customers and key objectives the company should focus to reach them. Based on the results of market survey and SWOT analysis I did for the company and the Conzoom report that Magasinet Sundhed ApS have made in 2016. Here are some marketing recommendations that I think it will be good and useful for the company to gain more customers and have a strong position in the market are as followed:
What will be the new marketing recommendations for Magasinet Sundhed?
Website: As the current website of the company looked so boring and hasn’t designed in a nice and attractive ways that could create an effective interactive with customers. Therefore, it’s necessary for the company to redesign its website because it is also a way to promote and market company concept. The new changes and updates of the website needed to be focused on these things:
The company should add some short videos with content marketing to give some valuable information to customers. For example, a short video with the way how people can use 10 to 15 minutes daily doing Yoga or Zumba dance as well as some easy methods to lose weight and some tips to have good healthy eating habits etc. These videos could be updated every two months, so the readers didn’t feel bored to see the same videos every time.
As the internet and cellular technology play an increasingly central role in connecting people of all ages to news and information, many people have tendency to read online. Thus, the best way for the company to attract more readers is to put the company’s magazines at the website. The company can create a link account for all its customers, so that customers can get accessed to read company’s online magazines whenever they want. By doing this way, the company get not only more online customers but also save a lot of money for the cost of printing the magazines.
Moreover, the company could also develop a new concept for online advertising with its business partners by adding some products of its business partners at the company’s webite and all the customers, who bought the company’s magazines could get some special discount prices when they wanted to buy products from the business partners of the company. In this way, it could create good benefits for the company, its business partners and its customers.
To make more readers easily to navigate the company’s website, a little change about the structure of the website needed to be improved by following the C.R.A.P rules. C (contrast), R (repetition), A (alignment), P (proximity). For instance, a header and footer are in the same colors. Some important headlines and information should be put in the top because it could attract the immediate attention of the readers when they logged in the website. The picture below showed the changes: we can see that the new changes look nicer and clearer due to the white background and the black color font. This will help our target group to read easier through all the text. Furthermore, there is not so much content or distracting objects that can bother the reading experience.
In order to avoid the confusion between advertisements and the names of the company’s working partners, the setting up of the position for all the names of the company’s working partners should be put together in the same place and then moved to the bottom of the website. For example, these two 2 pictures below showed the changes:
The last thing that I think the company should change at the website was the color of the logo because if the company chose a good color for the company’s logo, it could increase the effectiveness of the company’s branding. I suggested the color of the logo shoud be changed from dark green color to blue color because blue color is often associated with the coolness of the sea and sky. It has been shown to calm the senses and lower blood pressure. It may stimulate feelings of trust, security, order, and cleanliness. CITATION Fas17 l 1033 (Fastcompany, 2017). Therefore, this color could match with a company that published health magazine as Magasinet Sundhed ApS.
Social media: we know that social media is becoming an integral part of life online and it has proven to be beneficial in many ways. In business, social media is used to market products, promote brands, connect to current customers and foster new business. Moreover, social media has also the power to catch a customer’s attention and cause them to take action. Customers read and share their comments about a product, having clicked on the link in their friends’ Facebook posts, taking them directly to the product page. They can spread their messages in a quick time to many people. Therefore, for Magasinet Sundhed ApS, I think the company should use social media in a more effective way to get more people to know about its magazines. The company should focus only on Facebook and YouTube because these two media are the most popular media, which have many users now in Denmark. According to statistics in Quora.com CITATION Quo17 l 1033 (Quora, 2017), there are about 3.5 million Danish people using Facebook. This means the chance for the company to reach more people to know about its magazines through Facebook will be increased at a high rate. As I mentioned in the website part, the company should add some short videos with content marketing to give some valuable information to customers. These videos could also be used to post at Facebook and YouTube because when the company’s readers saw these videos at Facebook or YouTube, they could share them to their friends or families. And all information about the company’s activities should be updated every month at Facebook, so that customers could follow with what the company did. Besides, the company could use Facebook Live video to share information directly to its customers when the company holds some activities or events because Facebook Live is a great way to announce an upcoming event. Once the company has planned the activities or events, create a post to let customers know the company has a special announcement to make. Then, share specific details about the activities or events on Facebook Live video. For example, when the company wanted to make a contest or a running event for its customers, the company could use Facebook Live video to tell and share with customers all basic information about the contest or running event, so that the customers can follow and participate if they are interested.
A running: Without boundaries or language barriers, running is a universal sport that can truly take us anywhere. We can see the power of the human body and the unity of our spirits alive. Running will help to make our heart stronger, improve circulation, strengthen our muscles and prevent obesity, type 2 diabetes, heart disease, high blood pressure, stroke, some cancers, and a host of other unpleasant conditions. Moreover, running also vastly improves the quality of our emotional and mental life, and even helps us live longer.
As Magasinet Sundhed ApS is a company, which published health magazines, I recommended the company should hold a running to its customers because through this running, the company could make its customers as well as many other people to know about the importance of taking care of their health before they become a serious problem. Besides, it’s the best way for the company to tell more people about the company and its magazines. And the concept of a running, which the company could send to its customers and other people, who wanted to participate in this running is that “Exercise is medicine especially a running in particular—has health benefits that extend well beyond any pill a doctor could prescribe”. Here below would be some necessary and useful information that I could suggest for the company to hold its own running.
Place: Mindeparken -Aarhus city. The reason I chose Aarhus for a running of the company with 3 main reasons: Firstly, Aarhus is the city, which had the highest percentage of the company’s customers (5.9%) according to Conzoom report made by Magasinet Sundhed in 2016 CITATION Mag171 l 1033 (Conzoom, 2017). Secondly, Aarhus is the second largest city in Denmark with a vibrant mix of youthful energy and in Aarhus many small and major sports events within many different sports such as football, sailing, dance events, marathons, athletics and handball are often held each year. Thirdly, some companies such as DHL, Femina has already tried this place and the route have been approved by Aarhus commune. And people were already aware of this, so it would save the time for the company to find a new route. Therefore, if the company held a running here, the possibility of attracting many participants would be high.
Date and time:
This running will be held in June 16th, 2018 at 10:00 am. I chose this date and time because this period of the year, it’s the beginning of the summer time. So, there will be many people want to participate different kinds of sport activities.
Program on the race day:
07:00 Giving the race numbers to participants. Participants also get a T-shirt at the same time when they get the race number.
07:00 Baggage delivery opens. Participants can deliver their wallet, keys, phone and the like in an A5 plastic bag. They will be supervised both during and after the race. Participants’ starting number is written on the bag, so when participants retrieve their stuff, they must make sure to have their starting number with.
10:00 The race starts
12:00 Final runner must be in goal
There is chip time on the race, so the company ensure the correct time. Participants get a net time, which means time from crossing the starting line until participant cross the finish line. Immediately after the race, participants’ time is available online.
Route: I chose from 5 km to 7 km because these routes could match with everybody of all ages from 18 to 75 years old, and most of the company’s customers aged from 40 to 65. The company needs to make a route map for the race, so participants know exactly the routes they should follow. Picture below is an example.
Price: 110 kroner per participant included one T-shirt with company’s logo, 1 bottle of water, fruit and a small gift from sponsors. The total value of gifts will be over 250 kroner. After participants reach the finish line, they get water, fruit, a small gift from sponsors and medal. However, only participants who reach the finish line before the time is out, will get a medal.
Participants can go directly to online registration and payment at the company’s website: http://www.magasinet-sundhed.dkOr contact with [email protected]
Participants can pay with:
Rules to participate the race:
Participants must be over 18 years old. They must wear the company’s T-shirt during the race and the starting number must be worn visibly on the chest. Maximum time for completion of the race are 2 hours. It is NOT allowed to have bicycle accompanying on the route and violation of this will result in disqualification. The Road Traffic Act must be observed. There is no barrier to traffic on the route, but good safety and traffic conditions. Orders and referrals from the Home Guard Police and the race officials shall be followed.
Parking:When the company holds a running at Mindeparken area in Aarhus. There are parking spaces on Jydsk Væddeløbsbane and sloping parking on Kongevejen (from Tangkrogen and up to Marselis Grønnevej) that participants can park their cars. Cars that keep illegally parked will be removed without notice at the owner’s expense.
Finding sponsors for a running:
In order to find sponsors for this running, the company could contact some of the company working partners such as Støt brysterne, Hjerteforeningen, Tandlæge foreningen, Øjneforeningen and Gigtforeningen etc. and some companies, which often had their advertising in the company’s magazines like Novasal, Nordic Health, Arla, SnorBan etc. for being sponsors.
Important things the company should pay attention or focus when preparing for a running.
Setting up the route direction: The company needs to set up the route direction from the start line to the finish line. For example, every 350 meter there will be a sign with an arrow to show the next direction, so participants just look at the signs and follow them.
Printing some billboards or posters: These billboards or posters will be hanged in some main streets in Aarhus- 5 weeks before the race starts to get awareness of people.
Making T-shirt for participants: Company’s T-shirt will be in white color and company’s logo will be in green color because white is color at its most complete and pure, the color of perfection. It creates a sense of order and efficiency, while on the other hand, green relates to balance, harmony, freshness and environment. And the combination between these two colors delivered the idea that the company could tell everybody” A clean environment will give us a good health”. The T-shirt could look like the picture below:
Making the medal for participants: All participants who reach the finish line before the time is out, will get a medal. And the company’s medal could be designed as picture below:
Making the race numbers to participants: All participants must wear the race number during the running. And the race number could be designed with company’s logo on the top, race number in the middle and sponsors’ names at the end. In this way, the company can also show who are the sponsors for the running. The race number will look as picture below.
Contacting with authorities in Aarhus: It’s so important for the company to contact with authorities like local commune and police to ask for a permission to hold a running. After the company get approved from local commune and police, they will guide us with an instruction about everything that the company should follow when holding a running. For example: routes, ambulances, home guard police, parking etc.
Contacting some event companies: The company needs to contact with some event companies such as Impactgroup.dk, Eventsupport.dk to ask them for helping to make a setup with start and finish gate, public toilets, tents, cleanup etc. So, it will be easier for the company to take everything under control and it will save the time for the company.
Finding some volunteers to help before and after the race: The company could ask some sport clubs such as Kolding motion club, athletic club or Aarhus motion club etc. if there were someone who interested in working volunteers for a running. These volunteers will make sure to inform participants about location of start, finish and help to give race numbers, T-shirts, waters, fruits and so on to participants.
Finding some big suppliers for waters and fruits to participants: The company should contact some big suppliers like SK Frugt, Frugt.dk, Syddesign-Logovand etc. for getting a large number of waters and fruits for participants.
Waters and fruits could be put in different places in the race routes as followed: 1.5 km, 3km: waters, 5 km and 7 km: waters and fruits because participants come to the finish line.
How would marketing budget for this suggested marking plan look like?
As I mentioned in the marketing recommendation, the company should redesign the website, use social media (Facebook, YouTube), organize the running event. Here below will be the marketing budget for this suggested marketing plan:
Website and Social Media:
Activities JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
x x x
x x x
x x x
x x x
You Tube x x
x x x
x x x
x x x
The website will be updated every month with the new online magazine of the month except January because the company doesn’t publish the magazine this month, and the videos will be updated 6 times a year in February, April, June, August, October and December.
Price for redesigning website will be 8.625 DKK included VAT could be ordered at Erhvervhjemmesider.dk CITATION Erh17 l 1033 (Erhvervshjemmesider, 2017).
Prices for making 6 videos about motions and nutritious foods will be 23.250 DKK included VAT could be done by Christina Bjørn. Email: [email protected] for making 6 videos about exercises to work out at home will be 52.500 DKK included VAT could be done by Anne Bech. Email: [email protected] prices for new updating website will be: 8.625+ 23.250+ 52.500 = 84.375 DKK
Social Media: Facebook will be updated every month with the company’s news, different health articles, competitions, videos etc. You Tube will be updated 6 times a year in February, April, June, August, October and December with videos that the company made.
It doesn’t cost anything to put things on Facebook and You Tube.
With all things I suggested for the company to hold its own running above, now I will make a calculation how much could cost for all necessary things that the company needed to pay for holding this event.
I supposed there would be about 1000 people to participate in this running. So, the prices for paying all necessary things for a running will be as below:
Necessary things needed to pay for a running Amounts Prices- DKK
T-shirts 1000 pieces 38.750
Medals 1000 pieces 24.460
Waters 1 big box with 1820 bottles 5.970
Fruits (Apples and Bananas) 4 boxes-bananas and 5 boxes-apples (total of both bananas+ apples= 1035 pieces) 1.363
Billboards or posters 50 pieces-size 40×70 2.751
Race numbers 1000 numbers (01, 02, …1000) 2.303
Facilities to a running: Start and finish line, toilets, tents, technical things, signs on the routes etc.
Other expenses like transport, cleaning, paperwork etc. 10.000
Total prices for paying all necessary things will be: 158.367 DKK
If we had about 1000 people to participate in this running, the company would get 88.000 DKK from all participants because each participant paid 110 kroner for participating. And the total approximate prices that the company should pay for holding this running event after deducting 88.000 DKK will be: 158.367 – 88.000 = 70.376 DKK.
Notes: T-shirts and posters/billboards could be ordered at Tekstil-tryk.dk or Nemprint.dk CITATION Tes17 l 1033 (Teskstil-tryk, 2017).
Email: [email protected] -Kristian Lau Jespersen.
Medals could be ordered at Jydsk Emblem Fabrik A/S, website: jef.dk CITATION Jyd17 l 1033 (Fabrik, 2017)Race numbers could be ordered at Trykpriser.dk CITATION Try17 l 1033 (Trykpriser, 2017)Waters could be ordered at Syddesign.dk, Logovand CITATION Syd17 l 1033 (Syddesign, 2017)Fruits could be ordered at Frugt.dk CITATION Fru17 l 1033 (Frugt, 2017)Facilities for a running could be arranged by Impactgroup.dk CITATION Imp17 l 1033 (Impactgroup, 2017). See appendix 1 for details about facilities budget of the running.
Email: [email protected] Rikke Caption
Prices in the table are included VAT (moms). Prices can vary when the number of participants are increased and can be cheaper.
After I made detail explanations about prices for my suggested marketing recommendation to the company, the total prices for redesigning website, using social media and organizing a running event would be:
84.375+0+ 70.376= 154.751 DKK
7.1. Proposal solutions
Every business needs a smart marketing plan and strategy because it’s the fundamental goal of increasing sales and achieving a sustainable competitive advantage. These includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the company situation, the formulation, evaluation and selection.
For Magasinet Sundhed ApS, I have done internal analysis to find out who are the current customers, external analysis to find out what are customers’ expectation from Magasinet Sundhed. After combining both parts, I came up with the suggestion for the company to get more subscribers and new target group. The new target group would be based on these geographical and demographics characteristics done below:
Geographical characteristics: People who live in cities like Mindre provinsby, Landsby, Det åbne land and Metropolomegn, regions like Hovedstaden, Midjylland, Syddanmark and Sjælland, communes like Århus, København, Aalborg, Esbjerg, Gentofte, Vejle, Viborg, Furosø,Rudersdal, Skanderborg, Roskilde, Kolding, Faaborg Midtfyn , Hjørning, Borlmholm, Horsen, Næstved and Vordingbord would be focused as new target group for the company.
Demographics characteristics: People are couples, singles and women. They are family without children and family with two children. Their ages are from 40 to 65. They are social advisors, nurses, doctors, journalists, teachers and social consultants, retired people, wage earners -basic level, employees and wage earners- high level. They have personal income per year from 330.117 to 465.474, from 215.204 to 330.116, from 465.475 to 646.024 and from 167.333 to 215.203. And their household income per year were from 431.760 to 739.689, from 256.344 to 431.759 and from 739.690 to 1037.295.
When I did market position analysis to find out how good Magasinet Sundhed ApS held its position in the market compared to its four biggest competitors and SWOT analysis to find out the right marketing strategies for the company. I have given some useful and practical marketing suggestions to help the company to get more people, especially the new target group to know about the company and its magazines. And the marketing suggestions for the company were: redesigning website, using social media in effective ways and organizing the running event. The total marketing budget for this suggested marketing plan would be approximately 154.751 DKK. These have been explained in detail under the marketing recommendation part.
With all things I have done and suggested for the company, I think, it’ s so important for the company to take this marketing plan into consideration, so that Magasinet Sundhed can achieve its goals by matching up with the requirements of the new potential target group as well as increase their sales because understanding of the customers’ buying behavior, their ideas and finding the right marketing plan have a great influence in the success of the company. It’s also the way to help the company to understand the past and predict the future. When Magasinet Sundhed ApS implements successfully these marketing strategies in the future, it will lift the company to a better performance and position in the marketplace compared to its competitors. This will also create a greater value to the company’s customers and make them feel that they are so satisfied with what they have paid for. Moreover, the financial situation of the company will also be improved when the company gets more customers.
When given this project, I was in charge of doing marketing strategies, which meant as an intern, I had a pretty big project and responsibility towards Magasinet Sundhed ApS. I personally believe that the final idea looks great. I am also proud to say it’s mine, and am convinced the company will think so too. I do believe that the project has reached its main objective, that of coming up with a good recommendation of how to find the new potential target groups and look for more and new subscribers as well as to create a new marketing plan for the company.
During my 12 weeks internship for Magasinet Sundhed ApS, I have improved my ability to evaluate problem-solving strategies, integrate and apply appropriate information from different sources to create cohesive, persuasive arguments as well as identify the major opportunities that shape the strategic direction. More importantly, I have gained new communication and critical thinking skills when I had some exchange experiences with all the people I talked throughout the survey. I learnt how to cope with unexpected situations because nobody can guess exactly what will happen in the future. Additionally, I became a more socializing person with a good network, and this networking will widen my opportunities for my future career.
However, I will not get any personal reward for this project from the company. The real reward will be the satisfaction, the feeling of accomplishment of this project and my contribution to the company.
Lastly, I hope the company would gain more and more success in the future, and the magazine will become a popular health magazine among people in Denmark.
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